Customizing Services to European Stereotypes: Italians Are Emotional; French Love Sales

" The name Zalando is unfamiliar to most people outside Europe, but on the continent, the online shopping site has exploded since it started selling flip-flops in 2008. After a massive growth spurt in 2010—Zalando spokesperson Boris Radke says monthly sales shot from €2 million ($2.7 million at the time) to €70 million in just five months...

At Zalando’s Berlin office, specialized teams of locals from seven regions (grouped by both shopping habits and geography) study consumer behavior and customize the website, including product assortment and payment options, according to each nation’s preference.

Here’s what ... they’ve observed so far.

1. The Swiss are punctual and orderly
2. The Italians are emotional
3. The French love a sale
4. The British and the French use credit cards—the Germans, not so much
5. The Nordic countries are ahead of the curve "